Axe Stage Pass.

Agency: Mirum Shopper | Role: Associate Creative Director 

Business Challenge:
Drive millennial shoppers to build basket size of AXE at Walmart.

What We Made:

AXE Stage Pass regained young men’s trust and captured Mom’s attention with something they both love – MUSIC.


Drove double-digit sales growth; Increased brand equity significantly; Drove higher brand conversion
60% of shoppers used pre-shop digital
78% of male millennial AXE shoppers claim to have purchased more than 1 category

We repositioned the AXE brand at Walmart by connecting world-class music content to commerce.

AXE was looking to reinvent its brand strategy, while Walmart hoped to boost sales across the entire AXE portfolio. The launch of the AXE White line created a perfect opportunity to promote both the AXE Black and White lines, while boosting the brand’s relevance among millennial males at Walmart.

In collaboration with our in-house production team, we led the creation of the branded video content, which included music performances with the coolest artists, and intimate interviews that express the musicians’ individual styles. Music sensations like Nick Jonas, Luke Bryan, Dierks Bentley, Jason Aldean, Lukas Graham, Charlie Puth, Sam Hunt and Thomas Rhett, all helped us develop content that closely aligned with the AXE brand attributes of maturity, growth, mentorship and confidence.